Brief 9 : Pronto
Level 6
|
Brief 9 : Pronto
Module : 0UGD603
|
Eve Warren
Board 1 : Research : Target Audience & Concept Building
During my time on placement at Vast, I was asked to work on a project for Debenhams. The brief was to produce a way finding system and a set of icons to help men and women find the right business ware in store, on clothing tags and online. I was given a customer profile (See below) The list was quite broad and I thought it would be interesting to develop the brief further beyond Debenhams to a protential idea for a business. My idea was to create a concept for a Dry Cleaning and Tailoring company that would be situated in train stations, airports and city centres, areas in which are filled with busy people with a life in the fast lane. The concept is based on the idea of ‘fast food’, however in this case it would be a service offering fast dry cleaning and tailoring services. However to be different from ‘fast food’ model there has to be a much higher level of quality due to the target audience and their expectations but at the same time the service needs to be tailored to their busy scheduals.
Target Audience : Professionals ages 25 - 60, Full time employment, Commuters, Work in in city centres - financial and banking district, Businessmen and women, Entrepreneurs , Aware of clothing labels, Wear tailored suits, Well groomed, Socially active, Spend a lot of time at airports / train stations, Busy life style, Like to eat out.
Level 6
|
Brief 9 : Pronto
Module : 0UGD603
|
Eve Warren
Board 2 : Inspiration : Brand Development
Inspiration I decided to research into existing Dry Cleaning and Tailoring services ranging from Johnsons to Maurice that are based in Austraila to the Nordic House, which is beautifully branded by studio Anagrama. I thought long and hard about the direction in which to take this project as I needed to make the brand accessible to a wider range of people. Nordic House is beautiful however it looks expensive and doesn’t sell the fast turn around idea highlighted in my concept. However on the other end of the scale is Johnsons, which looks too highstreet and boring (but thats the way it has been designed so people aren’t put off by any fancy branding). This is wear Maurice comes in, their Garish bright yellow shop and branding gives off the vibe of chemicals / cleaning, the use of thread in the shop is playful referencing tailoring etc. I think it is the perfect balance between corporate branding that is there for a purpose/appeal to a wider audience as well as have some concious effort to be different from the rest. The same goes for Up Global below, which has some level of corporate awarence mixed in with fun colour and icons to give it a bit of life.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren
Board 3 : Logo development
I named the dry cleaning and tailoring service ‘Pronto’ due to my concept of the fast turn around service for busy people. I have always liked the term ‘make it pronto’ therefore I went for the word thinking it would make some nice copy. The concept is all about living in the fast lane where people have busy lives and are always against the clock, this conjured up imagery of speed, clocks, stop watching, movement, time etc. I ran with the idea of a stop watch and sketched out what was in my head before I jumped on Illustrator. I played around with the ‘O’s’ in the word Pronto and enjoyed the roundness of counters that give it a friendly open feel. Sharp Sans seemed to be the perfect choice despite enjoying constructing the typeface made up of curves and lines that had a similar feel to my illustration of the stop watch.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren
Board 4 : Iconography Development
The iconography part of this project has been the most challenging aspect of the brief as I used the list of icons needed when I worked at Vast. There were a few icons that were hard to illustrate as there was no obvious outcome. This made me think and develop them as they all needed to be consistant in size, style and line weight. I had to go through a lot of changes as I felt my initial ideas were too complicated and didn’t effectively communicate their meanings. For example the needle and thread had to many components, therefore I simplified it (see examples below) I feel think the iconography make this project and bring a lot of charactor to the brand, due to this it was fun to start applying it to a variation of print and web outcomes.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren
Board 5 : Finalising iconography
Below are the finalised icons for Pronto. In the development stage I had to consider consistancy within the sizing, style and line weight. The whole process was a challange as I had to constantly think about effective communication and similifying every detail of the designs.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren
Board 6 : Brand Development
As soon as I designed the iconography and finalised the logo, I started to develop the brand further by picking a colour scheme and running with Sharp Sans, the same typeface I chose for the logo. I wanted to make this project quite heavily typographic based around copy that mixed hierarchy and iconography together. The use of variation in wieghts of Sharp Sans was also a success as I played with the extra bold to constrast the light weight of the body copy. The colour choice was inspired from my initial research of the bright garish colours of the Maurice Dry Cleaning shop. I chose the RGB green because it is unusual and is not often seen in commericial and retail areas, also it works really well with the classic navy blue which adds longevity to the branding.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren
Board 7 : Web Development
The list that highlighted the target audience stated that potential users of this service are very busy people, who are tech savy and often commute to work. To develop the brand to its potential I expanded the project to work on web devices so people can learn and use the Pronto service on their phone or ipad during a commute. They could book in advance for a dry clean on their way to work or check if their garments are ready to pick up when they are in the office. I initially sketched out some wireframes for a potential website which I later mocked to show how the website could work responsively. To keep the branding consistant I used the same colours and iconography system that appears in the printed ephemera.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren
Board 8 : Finalising the brand
I designed the brand to work across print and web to help suite peoples preferences when equiring about the possible services that Pronto offer. These services are used in the body copy as I believed it was interesting to get straight to the point when it comes to what Pronto has to offer to their customers without them reading the small print. The target audience are busy people so a leaflet or poster that boldly states what the company does is the best route to take. The simple iconography in the leaflet hightlight key services which also give a bit of life to the corporate colour scheme and typography. I especially like the tickets I designed which a customer will be given when they have placed their order.
Level 6
Module : 0UGD603
|
Brief 9 : Pronto
|
Eve Warren